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Yum Pledges KFC Marketing Push in China

Sales in China Rose in November Thanks to Discounts

By

Julie Jargon

Updated Dec. 4, 2013 3:57 p.m. ET

Yum Brands Inc. promised major new initiatives to improve its KFC brand in China in the coming year, but offered few details of the efforts and how they are expected to rejuvenate sales in its most important market.

Vice Chairman Sam Su, who is also Yum's China chief executive, indicated the efforts will center on changes to KFC's menu. He also pledged to step up a recent marketing push by KFC in China using social media and other...